Category: Talking Lead Generation

Do you think you’re spending too much to acquire a new customer? If so, you probably are.

You may be under the illusion that buying leads in is going to be the best solution when it comes to increasing your conversion rate, quickly and with a lot less effort. However, this isn’t entirely true. In fact, it’s a common misconception amongst people that want to generate more leads.

We have the proof that buying leads in, in comparison to generating leads yourself is inefficient and is wasting your marketing your budget.

Here’s a real-life example

You can buy leads in from a lead generation company for a fixed price or you can generate your own leads with expert help and guidance. We’ve found out that buying leads may seem like the best option however, it’s not the most beneficial technique that’s going to get you the type of higher, quality lead that you want.

We have been working with a client now for over six months. Not the longest time, but not the shortest either – but long enough to see how much of a difference switching to generating leads for himself has made.

He started buying leads in for £35 each and that figure stayed the same for every enquiry, regardless if they spoke to them or not and they still had to pay that figure. They pre-buy about a 100 at that time. They converted around 7% of those enquiries to a sale, so it ended up costing them around £500 to acquire a new customer.

Although it was profitable for them, it had quite a few flaws. It wasn’t efficient, our client had to do a lot of work and they found it frustrating, as they didn’t get hold of most of the people. However, it was working for them.

When we started working with them, things changed. The process of generating more leads for our client was more efficient.

In the first month, we managed to reduce the cost per lead to £25 each. To see this result, we mainly utilised Facebook and Google advertising. The leads we were producing was of a much higher quality, as the enquiries came through their own website and brand, and people specifically wanted their help and wanted to speak our client. As a result, this increased the conversion rate from 7% to 12% and cut our clients cost per sale in half to £208 and pence.

Six months down the line and we have managed to get our clients cost per lead down to £8 with a conversion rate of 20%.

We learnt more about their business and what type of customer they needed. We got the cost per sale down to £40.

We believe that we make purchases rationally. We spend extensive time mulling products and services over in our heads, and in the end, because we’ve spent so much time thinking about it, it simply provides a justification to why we should put our hard earned money where our mouth is and go ahead with the sale.

But do people actually make rational decisions when it comes to buying or are we all slaves to primitive thinking? We might very well be. However, there are ways that you can break the mould and start appealing to the right part of your target audience’s brain, to generate more leads.

We Believe Marketing is 50% Technology and 50% Psychology

This means that both technology and psychology are equally as important as one another. One without the other wouldn’t be generating the maximum impact.

We are fascinated by how the brain works in psychology in marketing and advertising. So we invested in a EEG headset that scans your brain to really identify what people find mentally stimulating, in order to generate ads and messaging driven by psychology.

You could ask people how they feel about the appearance of your website, ads or content, but there’s a good chance that they aren’t going to be entirely forthcoming, perhaps to save your feelings. However, if they have the headset on, it can be totally truthful, as it monitors brain activity.

Moreover, when you ask someone their opinion on something, they are using the part of the brain that doesn’t actually make the decisions. The neocortex part of the brain is responsible for creating ideas, but it’s actually the reptilian part of the brain that is the attention gatekeeper and makes the decisions and essentially wears the trousers.

The headset can provide accurate feedback on a user journey and see how they really feel about your website, proving to be a game changing tool in marketing.

The Reptilian Brain and How to Appeal To It

This particular part of your brain is well over 70,000 years old, but its importance shouldn’t be underestimated. The reptilian brain makes most of our decisions, however, we continue to optimise for rational, logical buyers.

If your product is not the rationally best choice (let’s face it, it perhaps isn’t always, for everyone, you must appeal to the reptilian part of the brain. There are ways that we as marketers can do that.

No Pain, No Gain

The reptilian part of the brains aims to avoid pain at all costs but in order to appeal to it, you need to tap into a customers pain points and establish how you plan to alleviate that pain, quickly.

A good example of this is Dominos Pizza, that tapped into the fact that when people placed an order for delivery, that customers wanted to know how long it’s going to take to get to them etc. So Dominos came up with the ingenious Pizza Tracker, that allows the customer to see exactly what stage their pizza is at. Genius.

What Can I Get Out of It?

By nature, humans are innately selfish. People don’t want to know how good your product or service is, quite frankly they don’t care. Sounds harsh, but true. They want to know how it’s going to benefit them. The mentality of your customer is: “What’s in it for me and how will this affect me?”.

It’s why we, as marketers use words like “you” and “your” in our copy, wherever relevant. The reptilian brain doesn’t need to think about ‘what’s in it for me?’, it’s already answered the question.

Read Your Customers Mind

Our plan moving forward is to get target markets together and run tests on the user journey on a website. The headset we are using can monitor levels of stress, engagement, interest, excitement, focus and relaxation. The main ones we will be focusing on are:

Excitement

Focus

Engagement

The EEG headset can tell us whether what we’re seeing is exciting, engaging and how much attention of a customer the website has.

Transcript

– Alright, morning, everyone. So, the challenge that we face as business owners, marketing professionals, advertisers, is that, people see thousands of brand messages every day and they don’t care what we do. There’s lots of studies that can find, some will say it’s between 3,000 and 20,000, some say 10,000 but you’ll agree, literally thousands and thousands of messages that they see every day. So why is marketing so hard? So I think, because our brain, everyone’s brain has an attention gatekeeper. You can think of it as a bouncer so it will decide whether your message is accepted or not. And I think we’re talking to the wrong part of the brain because we’re not talking to that attention gatekeeper. Okay, so just a quick overview of our brain. Our reptilian brain, this is the simple part of our brain. It’s designed to help us survive. And that’s connected to all of our senses. So what I’m talking about here, the attention gatekeeper, the bouncer, our reptilian brain sees your message first and it will decide whether it’s thought about emotionally or rationally. What I think one of the problems is, you think about a marketing message using the rational part of our brain, and we expect that it will be received by the rational part of our customer’s brain. But it’s not, it’s gonna go through the reptilian brain first, the most evolved part of our brain, the most simple part of our brain.

Transcript

So it’s designed to make us survive. in order to speak to the survival instinct, it’s more interested in avoiding pain, than it is in creating joy. I think what a lot of us do, is look at the benefits of what we do, how it’s great for you. But actually, our reptilian brains are more interested in reducing pain. To help think about the reason why you set up your business, or the reason for the benefits. Kind of put it on it’s head, and think about how that benefit would pain. You’re customers are gonna be more interested in that. So effectively, you wanna sell the problem first, and then provide the solution. So if you start here, example of a company that launched a new hoover. They’re going up against Dyson. So you might have thought it was mad to go against this company with a new hoover, and he’s spent a lot of time designing this new hoover that he could just dive straight in to all the benefits. So he will get it. The first 15 seconds, he sells the problem, and then he provides a solution. – Let’s face it, vacuuming can be a pain. Shackled by the weight, and tethered by the cord. The minute you finish, more mess appears. And do we really want to touch the dirt when we empty? I designed the powerful new Gtech AirRam, to help you break free. You get high performance, cordless cleaning. Even on embedded pet hair. It glides from carpet to hard floor, with no settings to change. And it’s new airlock feature picks up big bits from the surface, and fine dust from deep down. The AirRam gives you up to 40 minutes powerful cleaning. Plenty to do your home twice. Oh, good dog. The first is compacted into a bale, and empties with a slide. Order your Gtech AirRam today. For 199 pounds, with free delivery. Find out more, at gtech.co.uk. – Okay. That was a quite successful advert. Now release new products, around electric charging etc So you solve the problem first, then you provide the solution

Transcript

Okay, so, the reptilian brain is really simple. It understands contrast really well. So, good and bad, with our product or service or without it. what it’s like choosing our service or choosing X. And this is a product launch used to contrast really well. – Hi, I’m a Mac. – And I’m a PC. – I’m into doing fun stuff, like movies, music, podcasts. – And I also do fun stuff, like spreadsheets, and time sheets, and pie charts. – Yeah, PC, it’s quite hard to capture a family holiday with say, a pie chart. – Not really. For example, this light gray area could represent shenanigans and tomfoolery, while this dark gray area could represent high jinx. And you see here, we’ve further divided high jinx into capers, monkey business, and just larking about. – Wow, I feel like I was there. – There’s a couple of things going on, but we use contrast to explain that, we also simplify the message, and then if we think again about the new product launch, they didn’t talk about product, they didn’t talk about the size of the screen, or the hard drive, or the memory, or the RAM or anything. They didn’t bog anyone down with details. It simplifies two messages using contrast. So, a Macs probably better for the home, for the family. PC is probably better for the office. You’re probably a bit nerdy if you’ve got a PC, and a bit cooler if you’ve got a Mac. So it’s just two simple messages and they created a raft of these. They all have a simple message in each. That you don’t need to tell everyone everything to bond together.

Transcript

So I said it doesn’t care what you do because it’s, theirs It’s more interested in what it means for them. So how can you appeal to the self centered nature, so once they see tangible value, so what is in it for them, so they do business with you. So to give you a quick example of tangible value. So this is a portable floodlight sport teams. So a lot of amateur sports teams will have one set of permanent floodlights and that will be on their match day pitch, but they’ll have other pitches that their training on. For all the amateur teams, their training is in the evening. So like Tuesday or Thursday night. Majority of the season is like November, December, it’s dark essentially. They’ve got two choices. To either train in the sports hall, pay extra to do that. Or train on their match day pitch and it gets ruined. Talking to them about tangible value, you save money renting indoor space for evening trainings and you won’t destroy your match day pitch. That’s the tangible value of that product. It’s nothing to do with flicker free LED lights that you don’t need planning permission, there’s funding available, unless there’s tangible value. It goes back to selling the problem first, how you gonna solve that problem.

Transcript

Okay, so our brain wants to conserve energy, so it wants to ignore what you’ve got to say. It wants to care what you do. Wants to ignore what you say do. The brain, two percent of our body’s mass, it uses 20 percent of our body’s energy, and it wants to conserve energy. It wants to ignore what we are going to say, but we can talk to the attention gatekeeper we can talk to the reptilian part of your brain.

Transcript

– Okay, so the visual metaphor. So reptilian brain is connected to the senses. It’s easier to process images than text and we remember and think using images which make visual metaphors really easy to understand. So you could say that Coca-Cola is really evil corporation and we art Pepsi are young, cool and funky. You can show that. You can say don’t drink and drive you could cause an accident. We all know that and we say that and we think it’s gonna effect how we drive home today. But, I think this is more powerful. It says “Reserved. Drunk drivers.” At weight watchers we say we help people lose weight. And we know that from the name and we say that, I don’t think people got much impact. But something like this. And you could say having a family could cause you to get wrinkles. Nivea moisturiser could help. Having a two year old myself that can really connect with me. Well. Okay.